Requiem For A Brand: Looking Back At The Handsome ...

Did someone say party? According to this timeline from Blue Bottle Coffee, it all goes down August 20th at the Mateo St. coffee bar, which remains an excellent place to throw a shindig. But let’s not mince words here, people: this infographic marks not just the beginning of the end, but the quickly approaching end of the end for Handsome Coffee Roasters. The plumage don’t enter into it; a complete brand transition is afoot, including moving over Handsome Coffee’s 20k+ Twitter followers and 36k+ Instagram friends into new networks. Welcome to that most 21st century of feelings: social media nostalgia.

And so today we take our own look back at the history of Sprudge covering Handsome Coffee Roasters. The scoops, the chats, the barely-disguised homoeroticism: Handsome taught us much about ourselves over the last three years. Join us as we make our way down Handsome memory lane for one last time.

On February 14th, 2014 we promoted a gigantic party event for Handsome's second anniversary. That party happened on February 20th, and included an hour's worth of probably our all-time favorite DJ set.

And now here we are. Will this be the last story Sprudge.com ever writes about Handsome Coffee Roasters? Only time will tell, but probably. Where do little brands go when they no longer exist? If a brand transitions in the forest, and there’s no one around to Tweet it, does it still make a worthwhile Instagram?

Bon chance, little company, our friends, our partners. May your days be full of Arch Deluxe and OK Soda, and may your nights forever be glittering, packed with friends, lines out the door, sharing laughs and bottles and memories with nary an LA vice squad cop in sight.